Purpose Despite its growth, there has been a lack of investigation on how sport rebranding
influences fans and their behaviors. This study sought to examine how a critical aspect of …

Despite sport rebranding becoming an emerging topic for both academia and industry, there
has been a limited number of investigations on how sport rebranding influences sport fans …

The current study sought to identify the effect of team identification on brand attitude and
purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated …

While rebranding is very common in professional sport, little research has been devoted to
this topic. In particular, no studies have examined the reasons why teams decide to make …

While athletes have been building and leveraging their brands for many years by
introducing brand extensions, research on sport brand extensions has primarily focused on …

Research question: The purpose of this study is to explore the financial effect of four types of
team name changes, three of which have not been previously studied. We do so in the …

This study is one of the first efforts in sports marketing literature to assess sports fans'
evaluation of brand extensions introduced by a professional sports team. Using measures of …

Purpose The purpose of this paper is to reveal the conditions that facilitate or hinder a
favorable reaction of fans to the resurrection of sport club brands. Design/methodology …

Acknowledging the prevalence of new brands and rebranding activities in the present sport
landscape, the current research examined consumer perceptions of new sport brands over …

Sports advertising is one of the methods used by most companies to introduce their brands
and products and expand their market. This study aimed to investigate the relationship …